Modeling the Crowdsourcing Effective Factors on Marketing in Tourism Industry

Abstract

Current era is customer-orientation era and organizations try hard to satisfy their customers and do their best in marketing. There are numerous factors affect customer satisfaction. One of these important factors is crowdsourcing. Crowdsourcing is one of the emerging Web based phenomenon which has attracted great attention from both customers and researchers over the years. Therefore, to investigate it and its effective factors is needed. So, this research is modeling the crowdsourcing effective factors on marketing in tourism industry. Current research is applied one and seeks to identify crowdsourcing effective factors on customer satisfaction in tourism industry. Also, research method is descriptive-survey. So, the independent and dependent variables have been introduced at the first part by literature review. Then, the identified factors in the model has been validated by using judgmental method and 7 experts’ viewpoints in tourism field. To present the final conceptual model, fuzzy cognitive mapping and expert mind map drawing have been used. Findings have indicated that among the technology factor indexes, the “social networks” index had the most effect; among environmental factor indexes, the “applying competitive competitiveness” index had the most effect; among the product market price factor indexes, the “consumer price elasticity” index had the most effect; among the executive decisions factor indexes, the “high income for better planning” index had the most effect; among the financial flows factor indexes, the “organizing suitable individual” index had the most effect; among the motive forces factor indexes, the “task attractiveness” index had the most effect; among the main factors indexes, the “using the newest sources” index had the most effect and among task features indexes, the “creativity in performing the task” index had the most effect. Also, recommendations have been presented.